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Russia's rich, famous, and influential are lashing out at luxury brand Chanel after the fashion house declined to sell their products to those who could take them back to Russia.
Chanel's move is in line with European Union sanctions that prohibit the the sale of luxury goods priced higher than €300 (AUD $436, £250) to Russia.
Model Victoria Bonya posted a short clip in English to her 9.3 million followers, making a pretty drastic move against the iconic brand.
"If Chanel house does not respect their clients, why do we have to respect Chanel house?" she asked, before cutting up her handbag with scissors.
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Russian TV presenter and actress Marina Ermoshkina has also jumped on the drastic trend, cutting up her bag to demonstrate her stand against 'Russophobia-supporting brands'.
"Not a single item or brand is worth my love for my motherland and my self-respect... if owning Chanel means selling my motherland, then I don't need Chanel," she said in the short clip.
Russian DJ Katya Guseva backed Ermoshkina in her own video.
"I always dreamed that a Chanel handbag would appear in my wardrobe and it happened last year," Guseva said.
"But after I learned about the brand's policy towards Russians, I decided to remove these bags from my daily life until the situation changes and support the challenge from Marina Ermoshkina."
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She did not call on others to cut up their bags though, as she does not support 'the destruction of things'.
"Chanel is just an accessory," she explained.
"An accessory that for some reason decided that it had the right to humiliate people, my compatriots, decided to discriminate people on the basis of nationality, which I will not tolerate."
While Guseva may be against destroying expensive handbags, some have lashed out at the rich and beautiful Russian women as thousands die as a result from Putin's invasion in Ukraine.
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Their move comes after a Chanel issued a statement via BBC news saying it 'complies with all laws applicable to our operations and employees worldwide, including trade sanction laws'.
"We are currently working on improving this approach and we apologise for any misunderstanding this may have caused. Welcoming all our clients, regardless of where they come from, is a priority for Chanel," the label said.
If you would like to donate to the Red Cross Emergency Appeal, which will help provide food, medicines and basic medical supplies, shelter and water to those in Ukraine, click here for more information.
Rachel Lang